How can you keep up with the ever-changing requirements of digital marketing? We spoke to Cristina Plamadeala from Toastmasters International who shares her thoughts below.
“I have found that the The Golden Circle concept outlined in Simon Sinek’s book, Start with Why is a huge help. By applying the three Gold Circle principles to digital marketing, businesses can create a more impactful message that connects with their audience.”
The first principle is why refers to the purpose or the reason behind a business’s existence. This could be the business’s values, mission statement, or the problem they are trying to solve. Businesses that communicate their why effectively can create an emotional connection and build brand loyalty.
The second principle refers to a business’s approach to achieving its goals. How can the strategies, tactics, and tools be used to reach the target audience? Businesses that communicate how effectively can demonstrate their expertise and develop trust with their target audience.
The third principle is what refers to the products or services that are offered. Communicating their features, benefits, and unique selling points effectively can differentiate a business from its competitors and persuade potential customers to take action.
Let me share approaches can you take to fire up your online presence.
Social Media Marketing
Whichever Social Media platform(s) you choose, the aim is to showcase your brand’s personality and connect with people on a personal level.
For example, your WHY is a new product launch, the HOW is to use LinkedIn and design engaging content. The WHAT is focusing on how your product solves a particular problem potential customers have.
Using hashtags can increase the visibility of your social media posts. To help you reach the right people research the most effective hashtags – and deploy them consistently across e.g. Instagram and Facebook.
Targeting the right audience. Instagram, for example, has robust targeting options that allow you to narrow down your audience based on demographics, interests, and behaviour. By targeting the right audience, your ads will be seen by the people most likely to be interested in your product/service.
Email marketing involves sending helpful emails to your subscriber base in order to build relationships and promote your products or services. Email marketing is a cost-effective way to reach your target audience and build customer loyalty.
One of the key tactics for email marketing, is to create compelling subject lines. The subject line is the first thing the subscribers will see in their inbox, and it can determine whether or not they open your email. A good subject line should be attention-grabbing and give subscribers a reason to open your email. Generally, a ‘does what it says on the tin’ subject line is much better than something obscure and unclear.
Again, by referring back to the WHY and WHAT of the Golden Circle, you’ll be able to create subject lines will resonate with your audience (and work for your business).
Personalising your emails is another effective tactic for email marketing. By addressing the subscribers by name and tailoring the content to their interests, you can make them feel valued and increase the likelihood that they will engage with your emails.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) involves optimising your website or landing pages to rank higher in search engine results pages.
One of the key strategies for SEO is thorough keyword research. By identifying the keywords and phrases that your target audience is searching for, you can create content that is appropriately optimised. This increases the visibility of the landing pages in search results, drives organic traffic, and maximises conversions.
Creating high-quality content is also important for SEO. Also, by creating content that answers the audience’s questions and provides value, it can increase the credibility of your website. Your content should be inspired by the WHY and WHAT of your ‘Golden Circle’.
Pay-Per-Click (PPC) Advertising
With Pay-Per-Click advertising you pay for ads appearing on search engine results pages or social media platforms.
It’s important to target the right keywords. I’ve found that the ‘Answer the Public’ tool is a good way to identify the keywords. And by using them you can ensure that your ads are seen by people who are most likely to be interested in your products or services.
Compelling ad copy is also important for PPC success. The ad copy should be attention-grabbing, informative, and persuasive. Tailor your ad for each platform as they all have slightly different requirements. Ads, in particular, should address the WHAT, specifically WHAT you can do to help solve your customers’ problems/challenges. Always focus on what is in it for the customer.
"By regularly analysing your ad performance and making adjustments to your targeting, ad copy, and bidding strategy, you’ll improve the ROI of your campaigns and drive more conversions. Good luck as you fire up the next phase of your digital marketing campaign."